A new up and comer is emerging in the jewelry e-commerce industry. By offering affordable and luxurious jewelry options, founder of Brother & Sisters Dmitriy Krestyaninov has not only helped realize his childhood dreams of being a Swiss watchmaker, but has also set himself down the path of entrepreneurship.
Founded in 2017 by Dmitriy Krestyaninov and his sister Anna Krestyaninov, Brother & Sisters launched in France with a clear mission statement: “Luxury jewelry without the luxury price”. Their goal is to offer their customers modern pieces that add a stylish element to every style.
Their initial focus and inspiration of starting were to fix a problem in the market they thought needed to be addressed. Feeling that too many people are forced to choose between cheap plastic jewelry or overpriced hunks of metal, the overall jewelry market is heavily skewed towards either extremely low-end or high-end products, with very few companies addressing the middle ground.
Starting out by selling men’s jewelry, the company found some success. It wasn’t until feedback from customers that Brother & Sisters decided to launch a women’s line, which saw sales doubling overnight after launch. With their foot in the door and consistent revenue, Brother & Sisters focused on social media marketing, and working with brand ambassadors for modeling and showcasing their products.
Following the launch of Brother & Sisters women’s line, Dmitriy saw an opportunity to accomplish a lifelong goal of his, to be a watchmaker. After prototyping and bringing two watches to market, for both men and women, Dmitriy is starting to see his goals materialize.
Dmitriy’s advice is to never give up on your goals. Being an entrepreneur means you have to learn how to navigate around uncertainty and learn how to be flexible while also sticking true to your core beliefs.
